دانلود کتاب Real-time marketing for business growth: how to use social media, measure marketing, and create a culture of execution

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Cover......Page 1
Contents......Page 10
Foreword......Page 22
Introduction......Page 28
Section I: Purpose: Define Your Purpose......Page 34
Purpose-Driven Companies Make Higher Profits......Page 35
Create Raving Fans......Page 36
When Employees Leave at Night, So Does Your Business......Page 37
Company Purpose: Intentional or Dysfunctional?......Page 38
Chapter 2 A Mission Statement Answers “Why Do We Exist?”......Page 39
Does Your Mission Statement Inspire?......Page 40
Chapter 3 Create a Compelling Vision......Page 41
Tell a Story......Page 43
Make It Personal......Page 44
Chapter 5 The “C” Word......Page 45
What Do Pizza and Shoes Have in Common?......Page 46
Committable Core Values......Page 47
Zappos Core Values......Page 48
Chapter 6 How The Ritz-Carlton Creates and Sustains a High-Performance Culture......Page 50
How The Ritz-Carlton Mystique Works......Page 51
What Can 15 Minutes a Day Do for Your Company?......Page 52
The Transformation to Passionate Advocacy......Page 53
Chapter 7 Defining Core Values......Page 54
Defining Corporate Values......Page 55
Purpose-Driven Companies Are More Profitable......Page 57
New Belgium Brewing: Passionate About Purpose, People, Sustainabilty, and of Course, Beer......Page 58
A Strong Internal Brand Equals a Powerful External Brand......Page 60
Chapter 9 Do What You Love and the Money Will Follow......Page 63
A New Wave of Entrepreneurship......Page 64
Chapter 10 Measurable Goals Drive Success......Page 65
Goal Categories......Page 66
SWOT Analysis......Page 68
Summary: Section I......Page 70
Section II: Research: Market Opportunity......Page 72
Know What You Don’t Know......Page 73
Goals of a Research Plan......Page 75
The Most Powerful (and Easiest) Way to Improve Profitability......Page 77
Existing Customer Analysis and Segmentation......Page 79
How Do You Measure Loyalty?......Page 83
Measure Customer Profitability and CLV......Page 84
Measure Customer Delight, Not Satisfaction......Page 85
Intuit: How the Best Get Better......Page 86
Make Customers the Center of Your Universe......Page 88
Chapter 17 Marketing’s Secret Weapon......Page 90
Tips to Create a Customer-Centric Culture......Page 92
Chapter 18 Create Unique Customer Experiences......Page 94
Customers for Life......Page 95
Why Consumers Are Skeptical......Page 96
Live By the Golden Rule......Page 97
Customer Service Gone Bad......Page 98
Chapter 20 Why Do Customers Buy?......Page 99
Why People Buy......Page 100
Action......Page 101
Chapter 21 Real-Time Customer Research......Page 102
Market Segmentation and Target Marketing......Page 104
Identifying Target Market Segments......Page 106
Business-to-Business (B2B) Target Markets......Page 107
Chapter 23 Market Segmentation for the Twenty-First Century......Page 108
Why Is Your Product or Service Hired?......Page 110
Chapter 24 Zeroing in on Consumer Target Markets......Page 112
Chapter 25 Forecasting Demand......Page 116
Forecasting Believable and Realistic Demand (Not What You Think a VC Wants to See)......Page 117
Chapter 26 Competition: Keep Your Friends Close and Your Enemies Closer......Page 119
Observe and Learn......Page 120
Competitive Information Sources......Page 122
Macro-Environmental Factors......Page 123
Summarize the Secondary Research Plan......Page 126
Chapter 28 Get Smart: Talk to Your Customers......Page 127
Tips for Creating a Customer Survey......Page 129
Online Survey Tools......Page 130
News Aggregators......Page 132
Social Networking and Bookmarking......Page 133
Tools and Gadgets......Page 134
Analysts Track Trends and Make Sense of Them......Page 135
Summary: Section II......Page 137
Section III: Analyze: Growth and Profit Potential......Page 138
Chapter 30 Business Expansion: Vulnerable or Poised for Growth?......Page 139
Complementary Products and Services......Page 140
Chapter 31 Substitute Products and Services......Page 141
Chapter 32 Disrupt and Innovate......Page 143
Finding New Value: Part I......Page 145
Broaden the Buyers......Page 147
Create Customer Experiences......Page 148
Tap into Trends......Page 149
Distinctive Delivery......Page 150
Imagine and Innovate......Page 152
Summary:......Page 153
Chapter 34 Pricing Strategy and Objectives......Page 154
Mapping Customer Value to Pricing Strategy......Page 155
Training Industry Example......Page 157
Chapter 35 Analyze Price and Profitability by Product and Service......Page 159
Revenue/Cost Analysis......Page 160
Worksheet......Page 161
Choose the Right Channels......Page 162
Channel Considerations......Page 163
Chapter 37 Formula for Success: Real-Time Channel Development......Page 166
Real-Time Channel Development......Page 167
Chapter 38 Analyzing and Selecting Channels......Page 169
Channel Checklist: Devil’s in the Details......Page 170
Strategic Alliance and Partnership Success Factors......Page 172
Channel Mapping......Page 173
Summary: Section III......Page 174
Section IV: Strategize: Growth Opportunities......Page 176
Chapter 40 What Is Strategy?......Page 178
Strategy Process......Page 179
Chapter 41 A Framework and Process for Strategy Development......Page 180
Rich, Niche Markets......Page 182
Mass Market Penetration......Page 183
Attract Early Adopters, Maximize Profits......Page 184
Market Penetration Strategy Requires Innovation......Page 185
Types of Positioning......Page 187
Create a Positioning Statement......Page 189
Personify Your Brand......Page 192
Chapter 45 Design Your Brand Personality and Essence......Page 195
Customer Loyalty Objectives and Strategies......Page 199
Chapter 47 Listen and Respond......Page 202
Emotion Is Viral......Page 203
Chapter 48 Customers Are Your Best Advisors......Page 205
The $1 Million Prize......Page 207
Customer Engagement: A New Business Model......Page 208
Product Life Cycle Stages......Page 210
Are You a Pioneer or a Follower?......Page 213
Chapter 51 Product Differentiation......Page 214
Design with a Purpose......Page 215
Pick Your Battle Position......Page 218
The Downside of Winning......Page 221
Acquisition......Page 222
New Markets......Page 223
New Products......Page 225
Innovation Models......Page 227
Chapter 55 The Long Tail......Page 230
New Revenue Streams and Business Models......Page 231
Chapter 56 Nurture a Culture of Innovation......Page 232
Three Versus Drive Innovation and Growth......Page 233
Chapter 57 Sales Strategy and Plan......Page 236
Sales Strategy and Plan......Page 237
Chapter 58 Marketing Objectives Drive Strategy......Page 239
Chapter 59 The Art and Science of Developing Strategy......Page 241
A Final Word......Page 242
Summary: Section IV......Page 243
Section V: Implement: Traditional and New Media......Page 244
Changes in Latitudes, Changes in Attitudes......Page 246
Facts, Stats, and Key Trends......Page 247
Key Trends Driving Marketing......Page 248
Part I: Social Media, Digital Media, and Personal Communication Tactics......Page 252
Chapter 61 Digital Base Camp: Create a Great Web Site......Page 253
Design for User Experience......Page 254
Make Your Web Site Interactive and Targeted......Page 255
Integrated Technologies Deliver Better Customer Service......Page 256
Provide Value For Free......Page 257
Chapter 62 Search Engine Marketing (SEM) and Optimization......Page 258
Optimize Your Web Site......Page 259
Display Advertising......Page 260
Sponsorships and Affiliate Advertising......Page 261
Ad Exchanges......Page 262
Chapter 64 Email Marketing......Page 263
Widgets, Gadgets, and Mobile Applications......Page 265
A Growing Tidal Wave of Opportunity......Page 266
How Companies Use Mobile Phones to Drive Business......Page 267
A Shift of Power......Page 268
The Real Value of Social Media......Page 270
Social Media Principles......Page 271
Chapter 67 What We Know So Far: Surprising Statistics......Page 272
Business Results from Social Media......Page 273
Chapter 68 Measuring the Effectiveness of Social Media......Page 274
Operationalize Social Media......Page 275
LinkedIn......Page 278
Facebook......Page 279
Twitter......Page 280
Social Bookmarking Sites......Page 283
Chapter 70 The Blogosphere......Page 284
Getting Started......Page 286
Social Media Strategy......Page 287
Stunts and Pranksters......Page 294
Historical Milestone......Page 295
What’s New, Who Cares?......Page 298
The Mechanics......Page 301
Part II: Create a Tactical Plan with Execution Built-In......Page 304
Marketing and Sales Program ROI Analysis......Page 305
Individual Tactics Description......Page 306
Chapter 75 Implementation Calendar and Budget......Page 308
Summary: Section V......Page 310
Section VI: Execute and Evaluate: Create a Culture of Execution......Page 312
Chapter 76 The Problem with Marketing......Page 314
How to Fix the Biggest Problems in Sales and Marketing......Page 315
Chapter 77 Asset-Based Marketing Measurement......Page 324
Holistic Marketing Measurement......Page 325
Key Performance Measures......Page 326
Purpose......Page 328
Research......Page 329
Implement......Page 330
Evaluate and Execute......Page 331
Chapter 79 ROI Optimizer™: Increase the Effectiveness of How Marketing Is Measured......Page 332
ROI Optimizer™ Process......Page 333
Top-Down and Bottom-Up Analysis......Page 338
Demand Chain Optimization......Page 340
Chapter 80 The Balanced Scorecard......Page 341
What Is Measured Improves......Page 344
Chapter 81 The Art and Science of Execution......Page 346
Chapter 82 Real-Time Marketing Planning......Page 350
1. It’s the Economics, Stupid.......Page 352
3. Integrity, Accountability, and Trust......Page 354
4. Create a Compelling Vision......Page 355
5. Product Myopia Is the Death Spiral......Page 356
6. Love Is the Killer App......Page 357
8. Relentless Communication......Page 358
9. Link Planning to Operations......Page 359
10. Marketing Is Not a Department: It’s a State of Mind......Page 360
Summary: Section VI......Page 361
Chapter 84 Now It’s Up to You......Page 362
Endnotes......Page 364
Workshops and Training Programs......Page 370
Real-Time Marketing for Business Growth Free Resources and Tools......Page 372
Appendix......Page 374
A......Page 380
B......Page 381
C......Page 382
D......Page 386
E......Page 387
G......Page 389
I......Page 390
J......Page 391
M......Page 392
P......Page 395
R......Page 398
S......Page 399
T......Page 402
V......Page 403
W......Page 404
X–Z......Page 405